The Knight’s Guide To LinkedIn Ads (Part 2 of 3)

Welcome back to part 2 of 3 of The Knight's Guide To LinkedIn Ads. If you missed the last post you can find it here!

In Part 1 we reviewed how to set up an account and the different ad types we can run on LinkedIn ads. This ad type is important, because you can not change this in the campaign after it is selected. To choose a different ad type you will have to create a new campaign.

In Part 2 we will cover ALL of the targeting options. LinkedIn is known for its stellar targeting, so this may take a while, but let's jump in and get started!

Let's Begin

How To Set Up Your Audience/Targeting?

One of the most important aspects of your campaign is your audience. Once in your campaign under the audience tab, you will be able to select who you want to target. You have to select “Location” or your campaign won’t run. Underneath “Location” you will see 16 targeting options and 2 check boxes (I would uncheck those boxes, as they are not very effective and just waste money). You will also see on the right hand side an estimated audience size (Please note that audiences must be larger than 300 users). We will quickly review what each targeting option is below:

LinkedIn Targeting Options

Company Name

In this section you can target by a Company’s name. This allows you to target specific companies you would like to work with. In this option you can only target up to 100 company names. Under Account Assets> Matched Audiences, you can add up to 300,000 company names. See our Advanced LinkedIn Guide on How To Use ABM. Be advised that we are working on an advanced guide to show you the ropes of ABM marketing!

Company Industry

Company Industry is a great way to get super targeted on your audience. This option allows you to target individuals based off of the industry they work in. For example, say you want to target CEOs, but only want the ones who work in the Financial Services Industry. This would be how you do it.

Company Size

Company Size allows you to target based off of the size of a company. This can be great if you want to only target companies that will have enough capital for your product. This can also be used to determine the company size based off of wealth. If you want company sizes that are worth $5M or more, this is where you would do that.

Job Title

Job Title targeting is the most accurate, but also the most expensive option (on a general basis). This feeds off of what users put as their Job Title. While this will be the most targeted, you will not hit every one. For example, if we want to target CEOs, we would type in CEO and we’re done. That would be great if everyone put CEO, but that’s not how it works. You will get some who put Crazy Ninja CEO or World’s Best CEO, and unfortunately LinkedIn can’t read those as a CEO Job Title and will be left out.

Job Function

Job Function LinkedIn Targeting

Job Function allows you to target based off of the department someone works in. This is great if you only want to hit people who work in IT, Marketing, HR etc. This works really well with offers that are made specifically for these departments.

Job Seniority

Seniority targeting refers to how high someone is in the hierarchy ladder. This has all the way from Unpaid to C-Suite. This is a really great way to target higher position executives or for selling a course to someone who is new.

Member Schools

Member Schools targeting allows you to target users based off of the University they attended. Want only Ivy League graduates? Want to target fellow alumni? This is the right place.

Fields Of Study

This is a great way to target people based off of what they studied. This is a general targeting option for studying. Keep in mind that not everyone works in what they studied, so this may not be the best targeting tool.


Degrees is a more specific version of Fields Of Study. This allows you to target B.S., B.A., Masters, etc. Want to target someone who studied law, and obtains a Master's degree? This is the place for you.

Member Skills

Skills is one of the most broad sections of targeting. While members can add their own skills, LinkedIn will also assign you skills if you don’t. Skills is a great way to get a big audience with a wide variety. Check out our advanced course to see how to use skills more effectively.

Member Groups

Member Group targeting is a great way to target a specific groups of active LinkedIn users. To join a group, users have to go out and join making them more active members than the rest. Groups also can be very specific. Want to target CEOs? Target a CEO group and you will be targeting active CEOs on LinkedIn.

Member Gender

Member Gender is straight forward. Targeting Male and Female. Easy enough.

Member Age

Member Age is also a very straight forward option. You can choose and age range on a slider.

Years Of Experience

Years Of Experience is a great way to target users based off of years in their field. This can be great for recruiting, or targeting higher level executives.

Company Followers

Company Followers refers to users who follow your company page. You can choose to show ads only to them or to exclude them from your audience.

Company Connections

Want to target employees of big companies? This is a great way. You can target first-degree (or direct friends) connections of employees at the companies you select.

As we can see here, there are A LOT of ways to target people on LinkedIn. Some work better than others and some shouldn't be used at all. LinkedIn is very powerful if done right. Find Part 3 here!

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